Will Troy’s Proctor’s Finally Be Saved?

I don’t know Joe Nicolla but if what I have heard is true he deserves a medal. Joe is the head of the development company that is going to transform Proctor’s Theater in Troy into what I hope is the new City Hall and for the rest of us a reinvented theater.

The Proctor’s Theater in Troy was one of the last theaters built by the Vaudeville Giant Frederick Freeman Proctor in 1913-14, and was one of his most elegant creations. It has sat dormant for the last 30 plus years and several plans for redevelopment were introduced but none prevailed. This may be the last chance for the “Dean of Vaudeville’s” prize monument.

Fred Proctor’s story is the golden American story. The son of a rural doctor living in Maine he dreamed of being an acrobat and juggler wanting to run away and join the circus. He honed his skills while working for the famous R.H. White Dry Goods store in Boston and then joined with another juggler forming the Levantine Brothers Act. They made ten bucks a week. Later he joined with George E. Mansfield, who actually did run away from home and joined the circus. They were so good the team was earning $100 bucks a week travelling with the L.B. Lents Circus for more than five years.

When Mansfield went to Europe alone Proctor went out on his own, but then decided to go to Europe too. There he toured with a fellow named Dan Busnell. Proctor used the stage name F.F. Levantine.

Proctor returned to America and settled in Albany looking for some engagements and worked for a small travelling circus that made the rounds in and around Albany. By the time he was 30 he saved up enough money to buy his own business and with $1000 dollars he purchased the old Green Street Theater on Green Street, later renaming it the Levantine’s Theater and later the Gayety. This is the same theater that John Wilkes Booth and Joseph Henry performed in.

His first Albany Theater was called “Preeminently the Great Resort in Albany for Pleasurable Enjoyment.”

Fred Levantine (Proctor), Equilibrist of the 1870s. An equilibrist is A person who performs feats of balance, such as tightrope walking. Source: Proctor Vaudeville Wonder.

Proctor went on to partner with Henry R. Jacobs when he came to town. Jacobs had made the 10, 20, 30 cents shows famous. The two of them revolutionized show business in America for the next seven years.

The team opened the Jacob and Proctors Museum on South Pearl and Beaver Street. First floor was stores, second floor a museum showing freaks, and the third was a theater.

Front of Jacob and Proctor’s Star Museum card. Source: Don Rittner

Back of card with performances listed for Troy's Griswold Theater. Source: Don Rittner

In 1884 the Jacob and Proctor chain was created when they leased the Martin Opera House on South Pearl Street. Managers could book a whole season now and the two of them began starting theaters in every important city, including New York City, Philly and Chicago, where they had 3 or 4 houses each. Even during this partnership, Proctor maintained his own theaters. Eventually the two parted and Jacobs bought the Leland Opera House in Albany, and Proctor continued with the South Pearl Street establishment.

Here Proctor's (Griswold Opera House) and one of Keith's houses on the same 3rd Street block. Source: Don Rittner

In 1889 Proctor purchased the Leland from Jacob and turned it into a vaudeville house. Maurice Barrymore and Clara Morris the first legitimate stars of the stage played there.

It was Proctor who came up with the policy that no one could go into a theater without a ticket, a fact he learned when he tried to go into the Leland and the doorman wouldn’t let him enter because he didn’t know who he was. When he told him he was the owner, the doorman said sorry he was told not to let anyone in without a ticket.

Fort Worth Star Telegram. November 4, 1921.

Ironically, even as Proctors built an empire he never built a theater in Albany; he only leased or purchased existing ones.

Proctors expanded into NYC in the late 1880s. By 1888 Proctor was managing 13 theaters and that now included the Griswold Opera House in Troy (located where the Atrium is today). Albany however was still the headquarters of the company.

In 1889, he built his first modern theater at 141 West 23rd St (Between 6th and 7th). He dubbed it “an experiment in high-grade legitimate productions.”

He opened the Ladies Club Theater on 23rd street in 1892 and had 20 acts from 11 AM to 11PM. He had cards printed saying, “After breakfast go to Proctor’s, After Proctor’s go to bed.” Mothers would send their children to the theater for the whole day knowing they would be safer there than on the street.

Proctor’s Pleasure Palace on 58th built in 1895 was an experiment. This was a great amusement palace with amusement halls and theater. Even the roof had a garden theater.

In 1906 Proctor merged with B. F. Keith the other giant in the business and merged their NYC holdings. The Keith and Proctor’s Theaters were impressive but Proctor sued in 1911 to end the relationship.

Keith and Proctor's at 125th Street in NYC. Source: Don Rittner

By 1912 moving pictures were gaining ground and Proctor was quick to incorporate the moving pictures and vaudeville, although he still felt vaudeville was king. The year 1915 is also the date that is often cited as the beginning of the decline of vaudeville. However Proctor’s favorite motto was “Keep Plugging,” and he did.

Acress Elsi de Wolfe at her debut in Thermidor at Proctor's in NYC in 1891. Source: Internet, Gabrielleray

Proctor introduced many things: the ticket at the door, early bird matinee reducing admission price. He introduced a “Fit for every purse,” different price structures for box seats and other seating arrangements, and continuous runs. His theaters included bars, restaurants, and stores. His restaurants stayed open till 3 in the morning. He was the first to play a feature moving picture in a first class theater in 1912 when he played D.W. Griffith’s Intolerance, a ten reel spectacular showing intolerance through the ages (perhaps it should be rereleased today). He was the first to introduce share profits with employees. First to give his workers an interest in his business (Many of his employees worked for 30 or 40 years for the company). He also pioneered the advertising trick of showing various theaters in a box form in an advertisement in the newspapers.

When Proctor died in 1929, he had 100 people in his will including a pastor in a small new England town that he learned was doing noble work with little funds, so he gave him a life income to carry on his work.

When Frederick F. Proctor designed this five-story entertainment complex in Troy in 1913-14, he wanted us to experience the outside and interior detail, and not just the performances of this original Vaudeville house. This complex with theater and commercial space takes up most of the east side of Fourth Street between State and Broadway, and the facade of marble and terra cotta with lion heads and gargoyles is impressive today as it was on opening day. In the original design the upper level was suppose to have 23 apartments.

When workers tore down a false wall past the lobby a few years ago they were surprised by this 10 foot mural of Helen of Troy with iron worker and collar maid painted by David Lithgow. Source: Don Rittner

Proctor’s was billed as “Troy’s Largest Amusement Place.” Most of us “Little Italy” Catholics will remember the day at the theater when Jimmy Durante dedicated the opening of the new St. Anthony’s School in the early ’50s. Its voluminous space (seated over 2000 people) was designed as an entertainment space.

F.F. Proctor was class all the way and it is fitting that the Troy Theater is brought back to good use and a city hall in part of it would be fitting for a man who believed it serving his community.

The Common Council has expressed an interest in taking the commercial part of Proctor’s and convert it to city hall – that’s great thinking. The theater would be moth balled for now but hopefully given to a non profit organization which can restore the theater. This has been done successfully throughout the country.

Proctor's Balcony today. Source: Michael Lopez

Proctor's Balcony in its heyday! Source: RCHS.

In 2007 The Bethesda Cultural Alliance (Maryland) in 2007 reopened the newly renovated Bethesda Theatre. “This is a stunning example of all that can be accomplished when the public and private sectors work together,” said John Slidell, president of the Bethesda Cultural Alliance. “We’ve worked since 1996 to breath new life into the theater, and thanks to the support of the state of Maryland and Montgomery County—the Bethesda Cultural Alliance has been able to see this project through and create a wonderful asset for the community.”

“The Bethesda Cultural Alliance, a nonprofit organization dedicated to the financial and operational support of the Bethesda Theatre, has worked closely with the state and county, along with private supporters—The Bozzuto Group and Prudential—on the restoration and reuse of the Bethesda Theatre. Not only will the theater provide off-Broadway performances, the Alliance also plans to use proceeds from the theater operation in support of local cultural arts activities.

Ceiling today. Most of the damage to the theater is cosmetic not structural. Source: Michael Lopez

You can barely see the Mural of Lafayette visiting Troy in 1825 painted by muralist David Lithgow above the stage but it could be restored. Source: Michael Lopez.

Plans for renovating the Bethesda Theatre began in 1996 as part of The Bozzuto Group’s development of The Whitney Apartments, located directly behind the theater. The Bozzuto Construction Company began restoring the Bethesda Theatre in 2001 under the direction of preservation architects. The theater’s restoration has cost upwards of $11.75 million, which is a combination of private and public funds raised in part by the Bethesda Cultural Alliance.

In 2001, construction began to revitalize the Bethesda Theatre and apartments were built above and adjacent to the theatre. The Bethesda landmark building has been restored and in 2007 opens as a venue for live Off-Broadway theater.”

There are hundreds of examples of historic theaters coming back to life championed by their communities: The Paramount Center for the Arts in Peekskill, or the Capitol Theater in Port Chester. Tarrytown Music Hall, or in Port Chester, the 78-year-old Capitol Theater, and Irvington Town Hall Theater, to name a few.

The stage in better days.

Seating and balconies.

There is also examples of how cities took the initiatives and did the restoration themselves, turning them into multipurpose venues that serve as a focal point for local arts and community activities. For example The Pix Theater in Lapper, Mihcigan (population 9.018) was built in 1941 but closed in the 1950s when TV became popular. It was purchased in 1996 by the Downtown Development Authority and restored in 1997. The private non-profit PIX Arts Council now manages the Theatre on behalf of the Downtown Development Authority offering approximately fifty live performances per season.

An old Proctor's Playbill.

The city of Duluth Minnesota (population 86, 918) just purchased the historic NorShor Theatre and Temple Opera buildings in April. They spent 2.7 million for the complex.

There are other examples of successful restorations across the country. Let me direct you to Oakland’s Paramount Theater that was purchased and restored In 1975 by the City of Oakland. The 1891 Fredonia (NY) Opera House, has been restored. “The Glove” is an 800 seat theatre in Gloversville and was restored. The New Amsterdam Theatre and Roundabout Theatre – Selwyn Theatre (now called the American Airlines Theatre) in New York City has been restored, Bardavon Opera House in Poughkeepsie has been restored, and The Little Theatre in Rochester is restored. All are other examples of communities that brought back their historic theaters. Why not Troy?

Jacob Fabian began buying up theaters in the 1920s. He was operating Troy's Proctor's before 1935.

Proctor’s represents one of the few examples of the earliest design of this genre that dominated the movie industry for about 50 years (from about 1910 through the 1960’s). Theater architect John Eberson called movie palaces “the most palatial homes of princes and crowned kings for and on behalf of His Excellency–the American Citizen.”

F.F. Proctor, King of Vaudeville.

In their heyday going to the movies was a way for the common folk to escape the drudgery of work and feel like royalty while doing it. Hollywood wanted us to feel special and they did whatever it took to make us feel that way. The largest picture palaces like the San Francisco Fox and the Roxy had a full staffed hospital in case of emergencies. The Roxy’s hospital staff (physicians, surgeons, and nurses) treated more than 12,000 patients in its male and female wards during the first year it was opened. Nurseries were available in most palaces; and in some, like the Loew’s 72nd Street in New York City, they took care of your pets while you enjoyed the show.

Even the bathrooms were decorated like the rich including being staffed by attendants. When the famous Vanderbuilt family demolished their Manhattan townhouse in the mid-1920s, Loew’s bought much of the interior and had its workers dismantle their ‘Oriental Room’ and bring it in pieces to Kansas City. It became the Women’s Lounge of the Loew’s Midland Theater in 1927. No, our Proctor’s was not that elaborate but still there are many a Trojan who can tell of their first movie experience at Proctor’s. Proctor’s was one of those places in Troy that didn’t care what social class you belonged to. The movies were open for everyone.

November 23, 1914, opening day at Proctor's in Troy.

Proctor’s was not built originally as a movie palace. It was actually built in 1913-14 for Vaudeville. Frederick F. Proctor’s “New Theater”, was promoted as having “Super Vaudeville,” and “Supreme Photo-Plays” and billed as “Troy’s Largest Amusement Place.” One of the earliest movie shows was Warner’s, “The Mothers Penitent,” a drama of the golden West. It premiered on February 2, 1914 and starred Baby Early and Elsie Albert. In 1917, Fred and Adele Astaire (before Ginger Rogers) appeared in person to “new songs and distinctive dance.” I barely remember seeing Jimmy Durante there in the 50’s when they were dedicating St. Anthony’s School. Bob Hope played here too.

Vaudeville and movies often shared the same stage. On November 9, 1929, you could see both Ruth Chatterton in “Once a Lady,” and Rose’s Midgets on the same bill at Proctors. Rose’s “25 Lilliputians” were billed as “The Largest Company of Midgets In The World With the Only Midget Jazz Band.” Quite a show, I bet.

By 1931, there were 11 theaters in our area offering such entertainment as Joan Crawford in “This Modern Age,” Buster Keaton in “Sidewalks of New York,” Eddie Cantor in “Palmy Days,” or the double feature at the Palace showing Maurice Chevalier’s “The Smiling Lieutenant” and Bert Wheeler’s “Caught Plastered.”

To build Proctor's the Bontecou, Gurley and Ide mansions on the east side of 4th Street were torn down. Source: Don Rittner

In 2003, the government estimated that the American public spent 12 billion dollars on the arts. It was also estimated that private donations to artists and arts organizations exceeded $12 billion, or $42 for each American. About half this total came from individuals, a third from foundations and the rest from corporations.

The holiday Spirit displayed at Christmas at Proctor's every year. Source: Don Rittner

The Arts are certainly an economic engine and if you look at Schenectady you can see the effects of it. The expansion of the other Proctor’s Theater has brought Broadway plays to the city but also spinoff developments like resatuarants and artists studios all in the immediate vicinity. Troy can have the same benefit if it decides to renovate Proctor’s in Troy.

A report released recently by a consultant has concluded that Proctor’s or the old telephone building should be chosen for the city’s next city hall. The NY Telephone building is a new ugly building and no parking with the building. On the other hand, Proctor’s with its history and memories from everyone over the age 50 (13.7% of the population is 65 or older) in the city, along with ample parking in the back is an ideal choice. The Common Council and city workers deserve to have a historic building for its offices. It has only had three city halls in its entire history and the last one was an eyesore. Give the theater to a non profit organization who can then take the ball and run with it to restore the theater for multi use. As I said there are hundreds of examples throughout the country.

This is a golden moment for Troy. And if Joe Nicola makes this happen, make sure he is riding in front at the next Uncle Sam Parade.

Proctor’s has a very special place in the psyche of many Trojans. It isn’t a former bank or department store. It is a space that many of us escaped our worries for a while. It’s a place where we took our first love, our best friend, or to experience the thrill of a new movie, be it a love story, drama, sci-fi, or even a silly film about the Beatles. We even waited for hours in lines around the block. It was a place where others sang their first song, or performed their first act on stage. It was a place where you cried, laughed, or were scared silly. It was a place that carried as many emotions as there are seats. It would great if future generations could say the same thing.

Troy's Jean Foss performing at Proctor's when she was a young girl. She still has a great voice! Source: Jean Foss

Don Rittner

28 Responses

Wow! What an amazing wealth of interesting history! Bravo! I sincerely hope that Troy can make this happen. When I moved to the Troy 8 years ago, I fell in love with the old architecture and the Proctor’s Theater is no exception! Done right, the restoration of this building will help move Troy forward in it’s quest to reignite the glory days!

Thanks for this great post, Don. The stakeholders really owe it to future generations not to let this historic landmark slide into oblivion. There will never be another building like it, and there are obvious, successful models to work from. As a Burgh native who’s never even been inside (too young), I would love to attend a gala premiere there in style. It would fit perfectly in with the movie palaces in Albany and Schenectady. Troy deserves it.

Yes Don, true and also the Troy School of Dance and some others. I was going to do a followup story on that later. Thanks for reminding me. I remember in 1965 when the Northeast had the black out. WTRY was operating out of a truck in front of the theater giving news to people. I spent many a day in the studios with Rick Mitchell, and some of the other DJS there back in the day. There is still a Cluett piano sitting on the third floor covered with bird droppings.

Don, thank you for posting this. This should make the administration realize that this theatre, while not solving all of Troy’s problems, could go a long way in helping to revitalize what was once a nationally significant city. Atlantic City-Troy-Las Vegas were the gambling capitals of the world at one point. So much history and importance in a jewel of the Capital Region. So much potential in my hometown.

Great stuff. I have long wanted to take a peek inside this theater; each and every time I drive by. Someone let me know when the next inspection is–I’ll disguise myself as a city official and tag along!

The challenge, of course, is to find a sustainable business model in which the (hopefully) restored theater can thrive and stand on its own two feet in a continuing fashion. Is that as a movie house or as a live entertainment facility?

In my opinion: the movie theater option is unlikely to succeed for a number of reasons (which I needn’t go into here). The live enetertainement option might make sense, until one realizes that it is suddenly going head-to-head with the Troy Music Hall, just a few blocks away. I’m not sure that the market (in its current reality) supports both houses.

I’ve watched as a simialar (and equally worthy)revitalization project in Saratoga (Universal Preservation Hall) has struggled with both its fundraising and the development of its mission. The Proctor’s project might go to school on this.

The bottom line: it needs a vision and a plan of execution. The ‘vision’ part is easy. The “plan of execution’ is much harder.

Robert Millis writes: “In my opinion: the movie theater option is unlikely to succeed for a number of reasons (which I needn’t go into here). The live entertainement option might make sense, until one realizes that it is suddenly going head-to-head with the Troy Music Hall, just a few blocks away. I’m not sure that the market (in its current reality) supports both houses.”

Not only that, but RPI built a performing arts center just a few blocks away on the hill from Proctors and TSBMH — one of the most viciously competitive blows in the arts realm that I have ever witnessed. And no one asked RPI to do this, other than Curtis Priem.

Good info on Proctors, the theater and the person.
One point of clarification. I beleive you are assuming the old ATT building behind the modern facade at 4th and State is the second consultant recommended City Hall site. That is not correct. The other site is in fact the former Verison building (and current City Hall) on 6th.

Proctors is too beautiful to be torn down. There is no reason to destroy a gem like that. Building are made that way anymore. I would love to see the theater restored. Troy has lost it’s former glory, and now has gone the way of many American cities…crime, and violence. Bringing some culture to Troy would do well. I don’t think it matters if the Troy Music Hall is there. Why not have both? Troy would only stand to benefit. Albany has the Palace and the Times Uninion center right near each other, and both are doing well. Restoring Proctors is a real opportunity to revitilze the city, generate income, and bring some additional clean entertainment to the people of Troy. I hope the mayor is reading this, and understands what that theater could do for the city.
It’s funny, too, how in every culture but ours, people preserve their history, their greatness, and their culture. Yet too many of us only strive to destroy it. Anyway, please let me know what I can do to help save this theater. I am very eager to get involved!

I do not think this would compete with the Music Hall. The Music Hall is often booked for recording sessions and programs mostly classical and acoustic music. There are many shows which could play Proctor’s which the Music Hall would not book. They could also use the Schenectady example and program movies when there is no other show scheduled.

Great post Don. I love reading about and looking at pictures of Proctor’s Theater. I worked there along with my family back in the sixtys and seventys as an usher and a projectionist. Its a shame Troy never did anything with the place and let it decay for over thirty years while our neighboring cities restored their theaters. Would love to see you post pictures of the projection booth if you have any.

Hi, I just now am seeing this and wondering what has happened to this beautiful building. My Grandfather, Angelo (Charles) Marchese had his companies offices in this building…His company was, The Belmar Construction Co. Do you by any chance have any material on him or his company? I am doing research on my family..

What a wonderful collection! I remember seeing Tom Mix and his horse, Tony, in the Cohoes Proctor’s. The Troy site make a wonderful theatre mueum. I have being doing research on Mayor Daniel Cosgro of Cohoes, who supposedly had a relationship with Eva Tanguay. Do you have any sources I might use. Thank you. Miriam B

Hello- The theater is worth saving. Redding CA had an old theater in disrepair and near the wrecking ball but was saved and is not a focal point of downtown Redding. The granduer of the old days has been revitalized. Visit Cascade Theater, Redding, CA

DEAR MR.RITTER;
Have been looking for information and possibly a picture of the Proctor Theater that once existed in Cohoes. The people who own the property now don’t even know it ever existed. Very few people even have a memory